Inactive subscribers can account for 50 to 60 percent of a large email database.
Denver, Colorado (PRWEB) April 11, 2016
“Inactive subscribers can account for 50 to 60 percent of a large email database,” said Sandra Gudat, president & CEO of Customer Communications Group. “These three steps can spark those email metrics and re-engage customers right away. But first, learn the mandatory rules.”
Marketers using email must:
- Accurately define inactives based on their business and available metrics.
- Possess solid deliverability stats.
- Maintain a stellar sender reputation.
Then it’s time for a re-engagement campaign:
1. Leverage Data and Analytics
No matter what the communication, success hinges on targeting. Marketers can leverage third-party data such as demographics; behavioral and transactional data; and advanced analytics to predict subscribers’ potential value or identify look-alikes – often pushing re-engagement rates up from the typical 1 to 2 percent to as high as 8 to 10 percent for top segments.
2. Change Frequency
Too often, marketers simply decrease frequency when customers show signs of disengagement. Instead, try staggering the frequency. Instead, mix up the volume and cadence. A simple change in routine can help communications break through the clutter, so that inactive subscribers pay more attention to emails, thus increasing opens and clicks.
3. Channel Surf
While email remains a powerhouse for many brands, more and more consumers are interacting with brands via multiple channels. Reactivation efforts may have more success reaching out through:
- Direct Mail -- More costly, but targeting high-potential subscribers and leveraging email reactivation campaigns, it can result in a positive ROI.
- Facebook -- Uploading a list of inactives using Facebook’s custom audiences feature lets marketers target them with a focused reactivation message. Leveraging re-engagement ads can also push responders deeper into sites or apps through deep links to drive their engagement.
Even if these efforts begin bringing in satisfactory results, the key to long-term digital campaign success is testing -- continued measuring, analyzing and refining to keep metrics where you want them and to keep customers tuning in.